Betano Becomes Official Sponsor of UEFA EURO 2028

Kaizen Gaming's iGaming brand Betano has become an official sponsor of UEFA EURO 2028, extending its commercial relationship with European football's governing body.

UEFA and Kaizen Gaming formally announced the agreement on October 7 following a signing ceremony at the Kaizen Campus in Athens.

Financial terms and the duration of the sponsorship beyond the tournament were not disclosed.

UEFA EURO 2028 will run from June 9 to July 9 across nine stadiums in eight cities in the United Kingdom and Ireland.

Betano Returns After EURO 2024

The agreement brings Betano back to UEFA's flagship men's national team tournament after its sponsorship of EURO 2024.

At that event, Betano became the first betting company to serve as an official sponsor of the UEFA European Championship.

The relationship subsequently expanded beyond national team football.

Betano has been an official global sponsor of the UEFA Europa League and UEFA Conference League since the 2024/25 season.

The EURO 2028 agreement therefore continues an existing UEFA partnership rather than representing Betano's first involvement with the organisation.

UEFA Partnership Expands Betano's Football Portfolio

The sponsorship gives Betano exposure around one of Europe's largest sporting events and adds to Kaizen Gaming's growing portfolio of football partnerships.

The brand has also built commercial relationships with individual clubs and other major football competitions as part of its international expansion strategy.

Kaizen Gaming said the EURO 2028 agreement provides an opportunity to build on the partnership established at the 2024 tournament.

UEFA described the renewed sponsorship as a continuation of its existing cooperation with the operator.

The companies have not yet disclosed the specific activation rights included in the EURO 2028 package or which markets will receive Betano-branded campaigns around the tournament.

EURO 2028 Will Span UK and Ireland

The 18th edition of the European Championship will take place across the United Kingdom and Ireland.

Matches are scheduled across nine stadiums in eight host cities during the month-long tournament.

That geographic footprint gives Betano a major international marketing platform, although its ability to activate the sponsorship through gambling advertising will remain subject to the regulatory and advertising rules applying in individual markets.

The distinction is particularly relevant for gambling sponsors, whose commercial rights around international sporting events can be implemented differently depending on local restrictions.

For Kaizen Gaming, the agreement reinforces football as a central part of Betano's acquisition and brand strategy while extending a UEFA relationship that will have lasted at least four years by the time EURO 2028 begins.